Attention Getter - Whether you crave attention, or just want to feel confident, the media is an arms length away from telling you exactly what you need to get it.
Thesis - Today we're going to be looking at how word choice and body language of the models effect the customers view of the product.
Credibility - My name is Angelina Sanchez. I've have 2 weeks of knowledge in this department.
Preview - Now that we have some idea of where this presentation will take us, let's dive right now.
Argument
- what's unique about this particular ad is that is has the ability to appeal to two different types of audiences
- let's take a look at these men right here. What we're looking at is the back of the bus. People don't normally ride a bus facing the back, so it's probably intending they saw her through the window and just had to turn around at get a better look at her. This guy, he's smiling big, he's happy. The brown haired guy next to him is whistling. They are very pleased with what they see. They're giving her attention. This is going to attract the kind of girls that want attention from men, that want to make them happy, and they want to please them. Just that small section right there is telling the viewers of this ad, if you buy our product that they will desirable. So why wouldn't you want to use this shampoo?
- let's move over to the woman in the right hand corner. Look at that face. She's beaming. She's got her hand on her hip, long strides, and even a little hair flip. She is ruling the world right now. It's interesting to note that she's not paying any attention to these guys regardless of how attention they may be giving her. She's not waving at them, she's not even looking at them. She knows she looks good, she knows she's attracting attention, but she isn't doing this for them. She's doing this for herself, because it makes her feel confident and empowered. This is how the ad also pulls in the women who are into individualism and feminism.
- this whole picture is what you would call a long shot. You see not only the person this ad is focusing on, but you get a sense of the people around them, and the background. The building off to the right gives this a geometric, 3D feel, and it makes the picture more interesting. The colors are bright and inviting, and it draws you into the scene
- now that we've covered the imagery in the ad, i'm going to move on to analyzing the text.
- the first thing we see is the big bold letters "I just tried Breck again, and wow." The "again" part of this sentence gives off the impression that it's not the first time this customer has bought and used the product. She's done it before and got great results, so she tried it again and got the same amazing results as the first time. This wording implies the product is consistent, and that you can trust you'll always be happy with your hair after you use it.
- if we look at the smaller text here it says "who thought the light conditioning in today's Breck shampoo would give me stop n stare hair?" These guys, they're staring. Statement seems pretty legitimate. Then it says "light conditioning's just right, now there's not a flyaway or greasy hair in sight." Because really, who wants greasy hair? Ew. And fly aways, they just show how unkempt we are - at least, that's the vibe the ad is trying to give off. These last words feel like the opposite of feminism to me. Instead of saying we can be happy just the way we are, the ad is saying we can be happy if we do a couple things here and there to make our appearance more appealing.
Conclusion
Summary - This ad is trying to take away some form of confidence you already have, and claim that using this shampoo will give it all back to you and more. Through analysis of the image and text, we've gone through how visual and written elements effect how customers see an ad. Using the past as an example, or potential attention from others helps create a sense of desire for the product.
Clincher - Whether you're a people pleaser, or a feminist, the power of advertising is something no one can escape.
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